Document Type : Research Paper

Authors

• Hossein Vahidi Iry Sofla ¹
• mahmoud ahmadi sharif ²
• Mohammad nasrolahnia ³
• Peyman Ghafari Ashtiani ⁴

¹ PhD Student. Department of Business Management. Faculty of Management and Accounting. Kish Iland International Branch, Islamic Azad University. Kish Iland. Iran

² Assistant Professor. Department of Business Management. Faculty of Management and Accounting. Shahr-e-Qods Branch. Islamic Azad University. Tehran. Iran

³ Assistant Professor. Department of Business Management. Faculty of Management and Accounting. South Tehran Branch. Islamic Azad University. Tehran. Iran

⁴ Peyman Ghafari Ashtiani Associate Professor. Department of Business Management. Faculty of Management and Accounting. Arak Branch, Islamic Azad University. Arak. Iran Abstract

Abstract

This study aims to propose an innovative content-driven interactive marketing model with a customer knowledge management approach, considering causal, contextual, and intervening variables in the steel industry of the country based on the grounded theory method. In this research, 98 factors related to content-driven marketing and the research variables were identified through interviews with experts and senior managers in the steel industry. The relevant constructs for each variable were presented using open, axial, and selective coding methods. Subsequently, based on the analysis of data obtained from the questionnaire, factor loadings and composite reliability for the research variables were calculated using confirmatory factor analysis with the PLS technique, yielding values above 0.4 and 0.7, respectively. Consequently, the validity of each construct related to the factors, strategies, and outcomes of the research model was confirmed. Next, using structural equation modeling and the estimation of the final model, the causal factors, contextual factors, customer knowledge management strategy, and intervening factors were confirmed as having the first to fourth positions in terms of their impact on content-driven interactive marketing in the final research model. Finally, while presenting the research model with an overall goodness-of-fit at a desirable level, attention is recommended to the effects and outcomes of the model, including internal and corporate outcomes, competitive advantage, brand experience management, and customer and market outcomes.

Keywords

• content-oriented interactive marketing
• causal variables
• contextual variables
• intervening variables
• customer knowledge management

Main Subjects

• Industrial management